Econsultancy has released a free report that addresses the shortfalls in the Portas Review, which barely referenced digital. The report, titled ‘How the Internet Can Save the High Street’, urges businesses to make the most of web and digital technology to drive more customers into their shops and to improve the in-store experience.
Consumer habits have irreversibly changed, with digital a big part of the shopping process. For example, 43% of UK shoppers now use smartphones while on the move to compare prices and read product reviews (up from 19% last year).
Aimed at small and medium-sized businesses, the report covers areas such as:
• Mobile (optimisation, search, apps)
• Website enhancements (store finders, reserve and collect, click to call)
• Vouchers and daily deals sites
• Social media
Lead author Graham Charlton explains: “We were surprised that, given the vast potential for the use of internet and mobile technology in stores, the Portas Review contained just three references to digital. Offline retailers cannot afford to ignore consumer trends and the potential benefits of digital.”
“With more people researching purchases online and using mobiles to compare prices when shopping in the high street, the smart retailer needs to adapt to this challenge and turn this trend to their advantage.”
Download the report for free here